NovaMart is a Singapore-headquartered cross-border e-commerce platform with over 5 million monthly active users. As it expanded into Thailand, Vietnam, and Indonesia, NovaMart faced dual challenges of ballooning multilingual CS teams and lack of personalized recommendations.
Challenge
- Multilingual CS team spanned 5 countries, labor costs at 22% of opex
- Homepage conversion rate stagnated at just 1.2% without personalization
- Return rate hit 18%, largely driven by communication gaps
Solution
- Built three vertical Agents using Dify multi-Agent collaboration
- Leveraged ChatGPT context capability for full customer journey tracking
- Hybrid recommendation engine: ChatGPT semantic tags + collaborative filtering
Results
- AI handled 78% of frontline inquiries, saving approximately $1.8M annually
- Click conversion rate improved from 1.2% to 4.7%, AOV from $32 to $41
- Return rate dropped from 18% to 9.5%
- Overall project ROI reached 320%, payback period just 5 weeks